In digital era, understanding what make user engage is important for

social media marketing. Especially on Instagram because this platform focus a

lot on visual and many Generation Z use it. Even though visual content already

known as important thing still there is not much clear data that really compare

image quality and text quality with numbers and engagement. This study try to

fill that gap by looking at relationship between image quality text quality and user

engagement on Instagram post. This research use Dual Coding Theory as base

and use quantitative approach. It involve five Gen Z panelist to evaluate Instagram

posts only. Image quality is evaluated from color emotional feeling and contrast.

Text quality is evaluated from caption emotional tone and hashtag. Secondary data

also taken like number of likes and comments and also included in analysis. The

result from simple regression show that image quality and text quality both have

positive relationship with user engagement. Image quality show stronger effect

with beta 0.503 and text quality also significant with beta 0.227 both with p value

less than 0.001. The difference in coefficient show image quality more strong than

text quality so all hypothesis in this study are supported. This finding show that

visual content play main role to drive engagement on Instagram while text only

support it. From academic side this result support use of Dual Coding Theory

in social media context. From practical side this study can give simple guide for

marketing manager to focus more on high quality visual and then support it with

suitable text to increase user interaction.